There are thousands of businesses on Facebook and they are all competing for the same thing – engagement from users. Therefore a digital PR campaign that gives users an incentive to ‘like’ a Facebook page will give a business an edge in a highly competitive market. Once a member of the public has ‘liked’ a page, it is then up to the business to keep the fan interested and invested in the business.
Below are the key steps you need to follow to ensure your digital PR competition creates a positive impact:
Goals: Create clear marketing goals. What is it that you want to achieve by hosting this competition? It sounds obvious but by having clear goals you will be able to judge the success of your competition at every stage.
Understand your audience: Understanding your audience will help you not only to construct an effective competition tailored to their needs, but will also help you to keep them engaged on your page once the competition has ended.
Plan & create: Once you understand what your audience want, you can plan what type of competition you are going to construct. Making the prize attention grabbing is always successful in ensuring ‘likes’. This doesn’t mean it has to be expensive – just something that stands out.
Spread the word: Push the word out about your competition. Notifying relevant bloggers and online influencers about the competition will boost the reach of the digital PR campaign.
Consistency: Start as you mean to go on. Update the Facebook page frequently otherwise people will think you are inactive. Ensure that the way you communicate on your Facebook page is compliant with your brand personality.
Length: Try to avoid allowing your competition to run for too long. Page fans will lose interest if the competition lasts too long. If it needs to be a long competition, then why not look at breaking it up into stages, perhaps you could have a finalist selected at every stage and then an overall winner at the end of the competition. Be sure to publicise the winner through your social media channels and any other appropriate outlets.
Engage: Send out fun and interesting content. Use imagery and links to entice your fans to visit frequently. Give them a page worth coming back to once the competition has ended.